Reps must be able to provide information on coverage options. However, if they aren’t well versed on how to solve access challenges, they’re caught in the past. Sales reps typically stick to the science, educating on clinical benefits.

Reimbursement specialists facilitate patient access to their therapy, supporting the provider’s staff on addressing UM requirements, such as PAs and reimbursement resolution. There are four keys to optimizing field teams: With the right information and tools, integrated field teams can unlock coverage to drive brand performance. HOW TO OPTIMIZE YOUR FIELD TEAMS TO UNLOCK COVERAGEįield teams must evolve to be more responsive and relevant. Without an integrated team of sales and reimbursement specialists with access to real-time data focused on collaborative problem-solving to reach the UM finish line, performance suffers. Specialized roles beyond promotional sales are necessary to deliver value. The impact on brands is felt in the form of growing rates of abandonment, uncovered coupon overutilization, and the erosion of loyalty. The reality is that patients who are prescribed branded therapies face steep access obstacles, including step therapy, prior authorization (PA), and high out-of-pocket costs, all of which inhibit access to therapy. Nowhere is this more evident than the lackluster performance of recent drug launches, of which over 60% have underperformed expectations. The days of assuming access will come easily if an innovative treatment has high demand are gone. WHY THE TRADITIONAL FIELD MODEL NEEDS TO EVOLVE Market realities have required a shift from the traditional model focused on promoting clinical efficacy to one that incorporates support for navigating the web of patient access. Life science field teams need to command a mastery of what is occurring specific to the payer landscape to communicate effectively with their core audience-health care providers (HCPs). Where there used to be hoops, they are now on fire, making it more difficult to ensure coverage. Payers are tightening the screws with new cost containment strategies. A persistent challenge facing life sciences manufacturers is growing access obstacles, exacerbated by hard-to-enter formularies and rigorous utilization management (UM).

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